The Emotional Bank Balance
Money is emotional. EVA partnered with a global banking client to unwrap the emotions around saving money, and to explore whether their marketing comms hit the emotional themes that matter most to their consumers.
The Emotions of How and Why
Using EVA’s cutting-edge emotion tracking and analytics, we were able to analyse facial reactions as research participants watched the ads, and then decode their natural response when they talked about how the comms made them feel. With EVA you get both a deep insight into the instinctive emotional response and a clear understanding of the reasons why.
The Emotional DNA of Saving
It gets better! Most emotion tracking systems simply analyse response using a rudimentary set of generic sentiment metrics. EVA is different. By unpacking the emotional DNA of how people feel about saving money, the team could assess the emotional response to comms in terms of a category-specific set of rich emotional states that drive consumer behaviour.
Deliverables that count
Moment-to-moment emotional response mapping of comms
Emotional DNA of saving
Emotional KPIs (category-specific emotional indicators)
Differences by audience
Emotional highs and lows
Respondent reviews
Actionable insights
Show me the money
EVA enabled the marketing team to understand the emotional DNA of their ads, emotional engagement, the emotional highs and lows, and the implications for their brand.
The marketing team received a bespoke emotional blueprint for comms, ensuring the brand didn't just sell the concept of banking, but owned the emotional experience of saving money.
